Assessing the Performance of E-commerce Trust Using Multi-Criteria Decision Making (MCDM) Approach

Assessing the Performance of E-commerce Trust Using Multi-Criteria Decision Making (MCDM) Approach

Author by Prof. Adewale Adebayo

Journal/Publisher: American Journal Of Computer Sciences And Applications

Volume/Edition: 3

Language: English

Pages: 1 - 5


E-commerce refers to a wide range of online business activities for products and services. This study developed usability evaluation of e-commerce trust assessment model, using multicriteria decision making techniques. Existing e-commerce trust evaluation attributes were examined and harmonized into public trust, private trust and hybrid trust with five trust assessment attributes generated which included customer service delivery, timely service delivery, quality of product, pricing, return and privacy policy. The five attributes identified were used to assess e-commerce trust by attaching weight. A model for usability attributes which included satisfaction, effectiveness, efficiency, graphic user interface and operability were developed for the performance evaluation of the trust model using Analytical Hierarchical Process (AHP).  Comparison matrix was developed on the basis of aggregated judgement of decision-makers results to classify the trust assessment on the scale of 0-0.4 as low, 0.410.59 as average and 0.60-1 as high. Hence, an application called e-commerce trust (EC-Trust) was designed and implemented. HTML and JQuery were used to develop the front end of the application, while PHP was used as the server side scripting language to link the front end to MySQL based database. In conclusion, this study provided a usability e-commerce trust assessment evaluation model using concept of AHP. It was recommended that e-commerce practitioners can make use of EC-Trust for trust assessment on their platform and further studies can test the developed model on other applications in order to improve the e-commerce trust assessment method using MCDM techniques.

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